Watch Out for Good Grammar!

Under the title “28 Amazing Direct Marketing Copywriting Tips from an Amazing Copywriter!” (www.mailorder-copywriting-secrets.com/Direct-Marketing-Copywriting-Tips.html), G. Gilbert Carlson states “Your copy is the most important part of your direct mail, so make sure it sells!” I certainly have no argument with Mr. Carlson on this issue but in his 28 tips, he makes several rash statements about the use of grammar that have raised my ire. Mr. Calrson states in rule #4: “Watch out for good grammar, that can be so boring. Forget about what you learned in English class, write you would talk to someone (sic).” This is a direct citation – with all its errors in punctuation and grammar, and ultimate confusion. If the fellow can’t get his marketing message across to you, how is he possibly going to write yours?

THE NEED FOR GOOD GRAMMAR

Grammar exists for one major reason: to avoid ambiguities and prevent misunderstandings. It ensures that the meaning of what you say or write is clear and explicit. Mr. Carlson says in rule #11: “Don’t let good grammar get in the way and ruin your message: We covered this earlier, good grammar is too formal and boring. There’s no place for good grammar in sales copy.”

Well I am happy to totally disagree with Mr. Carlson. Good grammar is the most fundamental tool you have for effective communications. And that is the name of the game when it comes to writing your marketing and sales documents. Grammatical errors distract from the message that you are trying to present and cause negative feelings. Grammatical errors in a document can influence your customer’s attitude about you, and the company you represent, and can influence a business decision.

In fact, what Mr. Carlson is probably trying to say is that there are several stratums or types of English – American and British English, spoken and written English, and informal and formal English. Each stratum follows sound grammatical rules but each has its distinct style and character. One of the key tenets to effective writing is to know when to use a particular level or type of usage. When it comes to formal versus a more casual style, be very sure you know what you are doing. If you are not certain, stick to the formal language that you learned in school. You must understand the rules before you can break them!

Mr. Calrson says: “Forget the grammar and style, actually talk to that person.” My response to that is: if you want to establish contact with your customer, never forget grammar and style because they are key factors in developing a successful message.

Would you buy a product from someone who uses sloppy language? You can inadvertently cause people to associate your careless language and grammar with the apparent quality of your product – shoddy language, a shoddy product. A well-written document reflects the careful work of someone who cares and respects the products they are trying to sell.

GOOD GRAMMAR ON LINE

Most people writing emails, blogs and other on-line text don't feel the need to use good grammar and spelling. Cute little abbreviations may be acceptable for text messaging or instant messaging, but you will lose the respect of your readers if you do not take the trouble to use correct language, spelling and grammar. Leave the texting grammar and spelling for communications with friends and family.

Always maintain formal grammar in on-line business communications. Do not lose sight of your audience. Europeans are not nearly as well versed, as are many Israelis, in the use of popular slang. People who grew up before the age of SMS and IM may not be familiar with the language of texting and may be offended or confused if you resort to the many informalities inherent in these modes of communication.

Ensure that all your business correspondence, such as emails, proposals, presentations, etc., have perfect grammar and spelling, complete sentences, proper capitalization, and a vocabulary that conveys a sound knowledge of your industry and an acute business acumen. Even if a client uses casual language, stick with your correct grammar and usage.

If you really want your blog or website to stand out above the crowd, then make very sure that your marketing messages are grammatically correct. In fact, your whole website will be taken much more seriously if your writing is meticulous.